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4) PT Admin > 3) Marketing & PR > Flashcards

3) Marketing & PR Flashcards

1
Q

Marketing

A

Meeting the needs of the consumer during the exchange of services for money with the goal of enhancing pt satisfaction

  • Integrates:
    • Selling
    • Ads
    • Market research
    • New product development
    • Customer service
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2
Q

True or False: Marketing is the responsibility of every member of an organization

A

True

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3
Q

Market-Oriented PT

A

Oriented to the needs of pt’s

  • Caters to the special needs of consumers (Hours, Physical Spaces, etc)
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4
Q

Market Response

A

How quickly an organization can respond to the needs of the marketplace

  • Depends on internal and external factors
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5
Q

What are some business constraints?

A
  • Govt → Permits, Zoning Laws
  • Community
  • The Media → Reputation
  • Financial Institutions → Loans
  • Professional Organizations → Behaviors
  • Independent Regulatory Agencies
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6
Q

What is the goal of strategic marketing?

A

Potential buyers will respond favorably to the product/service that comes closest to meeting their specific needs/wants

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7
Q

What is the foundation of strategic planning?

A

Business Plan

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8
Q

What should effective marketing do?

A

Help an organization attract and retain their customers

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9
Q

What are the steps of strategic marketing?

A

1) Market analysis
2) Select Target Market
3) Marketing Strategy
4) Implement Plan
5) Monitor
6) Appraisal

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10
Q

What are the three types of market analysis?

A
  • Environmental
  • Market Characteristic
  • Market Segment
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11
Q

Environment Market Analysis

A

Looks at trends, opportunities, and threats facing the organization now and in the future

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12
Q

Market Characteristic Analysis

A

Gives insight into the market

  • ID’s present & future buyers
  • ID’s what motivates the market
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13
Q

Marketing Strategy

A

Methods used to address the needs of the chosen population

  • Differentiate btwn what the organization can and can’t do
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14
Q

Negative Demand

A

Market has an aversion to the product/service; Nobody wants it

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15
Q

Lack of Demand

A

People aren’t buying it bc they don’t know they need it

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16
Q

Latent Demand

A

Demand is strong but the service is currently unavailable

17
Q

Faltering Demand

A

Declining demand

  • Might be bc more attractive services are being offered
18
Q

Irregular Demand

A

Demand is higher at certain times and lower at other times

19
Q

Full Demand

A

Maintain the level of demand w/full utilization of personal resources

20
Q

Overfull Demand

A

Demand for services exceeds the organization’s ability to supply it

21
Q

Unwholesome Demand

A

Excessive demand that is detrimental to the organization or pt

22
Q

What are the 4 P’s of marketing mix?

A

Product, Place, Price, & Promotion

23
Q

How can ad effectiveness be measured?

A
  • Reach → Target populations reached?
  • Repetition
  • Reading → # of peeps who actually read your material
  • Recognition → # of peeps who ID your message
  • Recall → # of peeps who remember being exposed to your advertising message
24
Q

Public Relations

A

The development and maintenance of a favorable public image btwn practitioners, staff, suppliers, and the public

  • Includes advertising, publicity, ad program visibility
25
Q

Publicity

A

Used to incr a company’s reputation/believability

  • Done through interviews, newspaper coverage, magazine articles, and public speaking events
26
Q

What are the differences btwn advertising and publicity?

A

Advertising

  • Has a cost
  • Organization has control over what is said
  • Less credibility

Publicity

  • No cost
  • Little/no control over what is said
  • More credibility
27
Q

Speaker’s Bureau

A

Volunteers to do public speaking events for audiences such as support groups, in-services, career days, etc

28
Q

True or False: PR is an investment?

A

True

29
Q

Satisfaction Survey

A

Used to find out how your practice ranks among pt’s, referring sources, and other professionals

4) PT Admin (23 decks)

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